Case Study
Successes of the consulting services website redesign:
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Customers spent an average of 12% more time on the landing page
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Average session duration and content engagement increased by 42%
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Clearer call to action generated at least 20% more leads
Project Overview
Challenges
ARUP’s Healthcare Advisory Services is a consulting service for hospital laboratories and healthcare systems. The existing website had low engagement from potential and existing customers, and there was no clear call to action on the website for visitors.
Roles
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User research and testing
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Low and high fidelity prototypes
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CSS, HTML, and JavaScript coding
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Drupal CMS implementation
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Post-launch analytics
Solutions
I collaborated with the director of marketing and consultants in Healthcare Advisory Services to understand the goals and needs of the project. I created a redesign of the website to promote service offerings and increase content engagement.
Design Process
Discover
Define
Design
Test
Deliver
My design process is closely aligned with the Nelson Norman Group’s UX training that I have completed. At every step of my design process, I keep users at the forefront of my thoughts, empathizing with their experiences and perspectives. I advocate for the user’s point of view, especially in terms of accessibility standards and inclusive design practices. I also get a thorough understanding of the scope of the project and business goals. During discovery, I met with project stakeholders to understand the requirements to successfully complete the project. I then defined objectives, performed user research, and used insights from data and metrics to drive my design decisions.
Research
I participated in user research to find out what the users do, think, and feel as they go through the website. Many data points were gathered using quantitative analytics, qualitative input from customers, and overall vision from stakeholders.
Methods Used
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User interviews and surveys: in-person meetings
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Web analytics: Google Analytics
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A/B testing: Google Optimize
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Heatmaps and screen recordings: CrazyEgg and Microsoft Clarity
User Personas
Customer Journey Map
Information Architecture
Accessibility Considerations
My designs followed Web Content Accessibility Guidelines. I put colors through accessibility checks to ensure compliance. This is an example of the corporate brand color red on a white background.
Designs
I identified common pain points across different users and found unmet user needs. The design I created addresses the issues I found through user research. The goals for the redesign were:
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Promote Health Advisory Services offerings
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Generate sales leads
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Improve content engagement
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Improve overall user experience
Takeaways
The redesigned consulting services website was launched March 2022. Successes of the consulting services website redesign:
✓
Customers spent an average of 12% more time on the landing page
✓
Average session duration and content engagement increased by 42%
✓
Clearer call to action generated at least 20% more leads